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每日观察:关注中国手游失败率达91%等消息(5.27)

发布时间:2015-05-27 11:09:53 Tags:,,

1)在最近的Casual Connect Asia大会上,社交博彩游戏发行商21Pink执行董事Calvin NG指出,在中国发布的所有游戏中,有91%的产品无法获得用户。

他称中国手机游戏的这种高失败率要归咎于这个市场的发行商运营体系。中国市场的门槛很高,多数开发者无法在此单兵作战。一款游戏要想在中国获得成功,几乎必定需要发行商的帮助,才可能进入多个Andorid分销渠道。而如果某款游戏一开始就没有创收前景,中国发行商很可能就会在三四周后放弃该游戏。

21-pink-ladies(from gamesbeat)

21-pink-ladies(from gamesbeat)

NG也分享了开发者最大化这个市场机遇的建议,他称中国用户喜欢博彩元素,所以开发者可以在游戏中添加这一机制,例如彩用头奖或刮奖卡的方法让玩家获得好处。即使游戏与赌注或博彩没有关系,中国玩家还是更乐于体验那种含有一定运气元素的游戏。此外,这些玩家也更青睐更具竞争性的游戏。

除此之外,NG称开发者要让自己的游戏脱颖而出,还可以采用瞄准女性群体的方法。在2014年初,中国女性手机游戏玩家仅占比四分之一,但在同年底这一比例就上升至38%左右。

尽管女性用户人均消费水平暂时低于男性用户,但NG认为这种现象将有所改观。因为针对女性的电子商务盈利性更高,这类用户在电子商务领域消费能力更强。所以在移动领域也有可能出现这一趋势,女性用户未来也有可能购买更多虚拟道具。

2)据尼尔森调查显示,《星球大战前传一:幽灵的威胁》等电影演员连姆·尼森最近为Supercell旗下热门游戏《Clash of Clans》所代言的广告颇受欢迎,与前邦德演员皮尔斯·布鲁斯南并列成为尼尔森名人广告影响力榜单的第一名,但尼尔森提出连姆·尼森在推销商品方面更具影响力。

Liam Neeson(from buluoszhanzheng)

Liam Neeson(from buluoszhanzheng)

调查称在所有认识连姆·尼森的美国人中,有78%受访者对其十分痴迷。对于Supercell来说这的确是个好消息,该公司在今年初投入购买一分钟为900万美元的超级碗广告时间,这还不包括制作广告的费用以及连姆·尼森本人的代言费。

在今年2月初该广告刚播映时,观众对连姆·尼森所代言的这则广告观看将近5400万次,远超过其他任何超级碗广告。该广告还在YouTube观众票选自己最喜爱的NFL广告活动中排名第二。

3)据venturebeat报道,Remedy Entertainment游戏元老Oskari Häkkinen最近在苏兰赫尔辛基创办手机游戏及应用公司Futurefly。

futurefly-logo(from gamesbeat)

futurefly-logo(from gamesbeat)

该公司目前还有来自Remedy、EA、Sulake、Grey Area、微软和User Intelligence等公司的9名员工,已经在2014年获得天使投资以及芬兰科技创新基金Tekes的支持。

4)据gamasutra报道,Oculus VR日前收购英国初创公司Surreal Vision,后者主要利用“3D场景重构算法”重塑基于虚拟现实(VR)的世界,支持沉浸于VR世界的用户与周围的现实环境互动。

Surreal Vision将通过本次收购融入Oculus的调研部门,其开发的技术将增加Oculus与竞争对手(如Magic Leap、微软HoloLens、Valve的Vive技术)角逐的筹码。(本文由游戏邦编译,转载请注明来源,或咨询微信zhengjintiao)

1)Succeeding in China — where 91% of the 34K mobile games released since October have failed

Jeff Grubb

The Casual Games Association paid for Jeff Grubb’s trip to Casual Connect Asia, where he presented a lecture. Our coverage remains objective.

China is enormous for smartphone gaming, but that’s led to developers oversaturating the app stores in the world’s most populous nation.

Around nine out of 10 (91 percent) of all games released in China fail to find an audience, 21Pink executive director Calvin NG explained to GamesBeat. 21Pink is a social-casino game publisher in China, and NG gave a presentation at the Casual Connect conference to share what his team has learned. NG explained that the high failure rate for mobile games in China is due to the way the publisher system works. For a game to succeed, it almost certainly needs a publisher capable of making deals to release it on the various Android distribution channels. But publishers are very demanding, and they won’t support a game for more than around three to four weeks before giving up on it if it doesn’t start bringing in the cash.

A few companies, like Kick9, are trying to eliminate the need for publishers by offering distribution services without taking over the entire game, but — for now — the Chinese market’s barriers are too high for most developers to go it alone. So NG talked about a few ways developers can maximize their chances.

“Chinese people like gambling elements,” said NG. “You should definitely add gambling to your game. Such as jackpots or scratch cards to win something.”

Even if your game isn’t related to wagering or gambling, NG says that Chinese players are more likely to respond to an app if it features some sort of game of chance in it. These same players also enjoy more competitive games and enjoy going head-to-head.

This is something that Juan Li, project manager at publisher Portal2China, explained to GamesBeat that this is why many Western games simply won’t work in China.

“This market is really related to the culture,” she said. “It’s all about the behavior of the people.”

In Li’s own presentation at Casual Connect, she said very plainly that behavior is all about going head-to-head with other players and beating them. To facilitate this, most successful Chinese mobile games have chat where people can talk smack — and many games are even adding live video so people can really jaw at one another.

But gambling and competitive mechanics are only the minimum requirements for appealing to a Chinese audience. NG points out that one good way to stand apart from the crowd — at least at this point in time — is to make games for women.

“We have an increasing female audience,” said NG.

The increase in women gamers in China.

At the start of 2014 in China, women only made up a quarter of the people gaming on mobile. By the end of that year, however, women gamers grew to make up around 38 percent. That’s a lot of people who are still fresh to the mobile scene, and developers could try to latch onto them as it’s less likely that they have hardened gaming tastes.

But at the same time, women are still spending less than men on a per-person average, but NG doesn’t think that is permanent.

“If you target women for e-commerce, they’re already spending more money,” he said. “So maybe the trend could really change in mobile so that they are spending more on virtual items as well.”

Even if developers do take some of this advice, nothing is guaranteed. And China is a gaming market that, while huge, is probably still not worth focusing on for many developers. It’s highly competitive, and even if a game does start making money, the majority of the revenues go to the publisher and the distribution channel.(source:venturebeat

2)Why Liam Neeson was a wise investment for Clash of Clans developer Supercell

Jeff Grubb

He has a very particular set of skills, and those include getting you to download phone games.

You probably trust Liam Neeson, star of Star Wars: Episode I – The Phantom Menace and the Taken series, according to the Nielsen Corporation (via AP). The company, which typically tracks television ratings, has just introduced its new N-Score system that keeps tabs on how likable and influential a celebrity is in advertisements. And Neeson, who is the central figure in the latest television ad campaign for developer Supercell’s megapopular mobile game Clash of Clans, topped Nielsen’s list. He and former James Bond Pierce Brosnan both had a 94, but the company pointed out that Neeson has more influence when it comes to selling products.

Of Americans who are aware of Neeson, 78 percent view him favorably. I’m just gonna assume that he’ll deal with the other 22 percent soon.

This is good news for Supercell. The company has had the top-grossing iOS and Android game since 2012, and it’s always working to bring in new players to keep it that way. That led to the company spending around $9 million to buy a minute of commercial airtime during the Super Bowl earlier this year. That doesn’t include whatever Supercell paid for the production of the ad or Neeson’s fee.

Since debuting on Feb. 1, people have watched Neeson’s Clash of Clans ad nearly 54 million times. That’s more than any other Super Bowl commercial. The spot also earned second place in a YouTube competition that invited viewers to vote on their favorite ad from the NFL championship event.(source:venturebeat

3)Remedy veteran starts new Finnish game startup

Dean Takahashi

Remedy Entertainment game veteran Oskari “Ozz” Häkkinen has started a new mobile-game and app startup called Futurefly.

Häkkinen, the former head of franchise development at Remedy, the maker of hit games like Alan Wake, has started a new studio with nine employees in Helsinki, a hotbed of mobile-game startups. Mobile games are expected to become a $30 billion business this year, eclipsing console games on a global basis, according to market researcher Newzoo.

The team has game and consumer app veterans from companies like Remedy, Electronic Arts, Sulake, Grey Area, Microsoft, and User Intelligence. They have worked on titles including Alan Wake, Habbo Hotel, Shadow Cities, Death Rally, Hero Hunt, Agents of Storm, Puzzle Bandits, and the upcoming Xbox One exclusive, Quantum Break.

Futurefly’s aim is to create traditional non-game consumer applications by uniting them with gameplay.

“In early 2014, I came up with a concept that I simply couldn’t let go of and ended up putting together a garage band of developers to bring it to life, working on it in our free time,” Häkkinen, the chief product officer at Futurefly, said in an email. “Things started to develop and click together, and since then a lot has happened. We got funding and started out on this new exciting adventure, entering the world of startups.”

“We are thrilled to be healthily backed by our investors at this stage, both financially and on our vision,” he said. “We are on a mission to disrupt the consumer app space with games on the top of our minds. We are designing consumer apps with playable mechanics as part of the primary input mechanism.”

Häkkinen added, “This is a new take, and something that is better shown than talked about. Fortunately, we are well into the development of our first installment, so you won’t have to wait too long.”

Häkkinen said the team is building a mobile game messenger that promises all the goodness from apps like WhatsApp, Kik Messenger, and WeChat, but with game features that are core throughout the experience.

The team received angel funding in 2014 and is also backed by Tekes, the Finnish fund for Technology and Innovation.(source:venturebeat

4)Oculus acquires Surreal Vision, a startup that brings the real world to VR

By Christian Nutt

Oculus VR has acquired British startup Surreal Vision, which works with “state-of-the-art 3D scene reconstruction algorithms” to recreate the real world inside VR. This technology should allow those immersed in VR to interact with their real surroundings; it also opens up the possibility of blending the real and the virtual.

The London-based team will become part of Oculus’ research arm.

The technology may put Oculus more in line with its competitors — whether they be augmented reality solutions like Magic Leap or Microsoft’s HoloLens, or Valve’s Vive headset, which at a basic level communicates the limitations of your movement in the real world within its VR simulation.

Facebook’s Mark Zuckerberg has been up-front about his expectations for the potential of Oculus since his company’s acquisition of the VR startup, suggesting that the tech has mainstream, real-world potential beyond games. This acquisition may be a piece of that puzzle.

What does the company do? It’s summed up by a statement from Surreal Vision in the announcement on the Oculus blog, which we’ve excerpted here:

“At Surreal Vision, we are overhauling state-of-the-art 3D scene reconstruction algorithms to provide a rich, up-to-date model of everything in the environment including people and their interactions with each other. We’re developing breakthrough techniques to capture, interpret, manage, analyse, and finally reproject in real-time a model of reality back to the user in a way that feels real, creating a new, mixed reality that brings together the virtual and real worlds.”(source:gamasutra


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